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The Global Business Travel Association (GBTA) has released a new research poll indicating a positive performance for the business travel industry in 2024. The poll, which surveyed global business travel buyers and suppliers, found that 86% of respondents thought business travel in 2024 met or exceeded their expectations.
The GBTA also notes an optimistic outlook for 2025 amongst 67% of surveyed professionals, indicating potential growth and expansion in the business travel industry. This optimism points to an increased focus on budgets, technology, and sustainability in the face of rising travel costs and changing traveler preferences.
The poll, now in its 35th edition, collected responses from nearly 900 business travel professionals worldwide, providing valuable insights into global business travel trends, challenges, and expectations. Among the key findings, 93% of travel buyers and 79% of travel suppliers believe the sector has met or exceeded their expectations despite fluctuating economic conditions.
Looking ahead to 2025, 67% of professionals are optimistic about the industry’s future, with only 6% being pessimistic. Buyers were more confident than suppliers, with 71% expressing optimism for 2025, compared to 62% of suppliers. Furthermore, 55% of respondents are not considering limiting business travel in 2025, with only 17% planning to do so due to economic concerns.
The survey also highlighted changing travel patterns, with the trend of “blended travel” – combining business trips with leisure activities – on the rise. 46% of buyers confirmed that their employees are taking more of these “bleisure” trips than in the previous year.
The survey also identified key challenges for 2025, including managing rising travel costs, technological advancements, and sustainability efforts. Despite these challenges, GBTA CEO Suzanne Neufang remains confident, stating that the industry is at a pivotal point marked by transformation and resilience.
Regarding technology adoption, 49% of travel programs plan to increase investments. This includes a growing interest in artificial intelligence (AI), with 44% of respondents excited about the potential impact of AI on the business travel industry.
However, GBTA’s report also identifies sustainability as a complex yet crucial focus for the industry, with 46% of travel professionals considering sustainability a high priority in 2024. High costs, ambiguous standards, and traveler inconvenience were cited as the main barriers to sustainable travel. Despite these challenges, there was a reported increase in employees opting for more sustainable travel options, such as rail or train travel.
The full results of the 35th GBTA poll are available on the GBTA website.
